Television Viewership Overview 2013 BASIC FACTS
Medialogic Pakistan - TAM Coverage Top 9 Cities
Total Number of Households 05.7 | millions
Total Number of Individuals 37.9 | millions
Total TV Households 04.9 | millions
Total Individuals in TV households 32.6 | millions
Total Households with Cable 04.0 | millions
Total Individuals in Cable homes 28.2 | millions Panel Composition
City-wise Cable Penetration
Cable Antenna SEC’s Representation Pak Urban 80% 20% Khi 90% 10% 10% Lhr 80% 20% SEC A 30% Rwp/Isl 80% 20% 14% SEC B 80% 20% Fbd SEC C Gujw 75% 25% SEC D Hyd 90% 10% 21% SEC E Suk 80% 20% 25% Mul 75% 25% Pesh 60% 40%
Age/Gender Break Up
17.6% 20.0% 17.1% 14.4% 12.8% 14.4% 15.0% 10.7% Male 8.6% 10.0% Female 4.3% 5.0%
0.0% 05-14 Yrs 15-29 Yrs 30-49 Yrs 50 Plus Current TV Environment
News Entertainment Sports Kids Music GEO News ARY DIGITAL Geo Super Cartoon Net Pak 8XM Samaa Hum PTV Sports Nicklodeon ARY MUSIK Four (4) news ExpNews GEO Ent TenSports Movie MTV Pak channels launched Aaj TV Alite Food HBO Oxygene in 2013 . Dunya TV Aplus ARY ZAUQ Filmax Play ARY NEWS ARUJ TV Masala Filmazia Vibe One channel (Jalwa) BusinessPL Atv Zaiqa StarliteTV *Jalwa (Replaced Kook) added in the music Channel 5 Axn Regional SilverScren genre by replacing City42 Exp Ent ApnaChannel FilmWorld a regional channel ( CNBC Jaag Hum Sitarey ApnaNews Warner Bros Kook). Dawn News IndusVision AVT Khyber Educational Dhoom KoheNoor Kashish Health TV Geo Kahani added Din News PTVHome KTN ValueTV in the Ent genre by Indus News TV one Mehran Sohni Dharti replacing Aag MetroOne Urdu1 Punjab TV ( music channel)…. News1 *Geo Kahani (Replaced Aag) Sabz Baat PTVNews Sindh TV Royal News VASH SUN Religious Wasebtv WaqtNews ARY Qtv AwazTV *PTV World Madni PTV Nat *Captal News SindhNews *Abb Takk KhyberNews *Geo Tez * Channels launched in 2013 Media Trends & TV Insights 2013
oGenre-wise Market Share 2012 vs. 2013 oAverage Daily Viewing Time 2012 vs. 2013 oHourly Viewership 2012 vs. 2013 oMonthly Viewership Minutes oMarket Share% By Genre Across SECs oOverall Top 15 Channel (Based on Ratings & Reach) oTop 10 Ent Channels (Based on Ratings & Reach) oTop 10 News Channel (Based on Ratings & Reach) oTop 10 Local Ent Channels Relative Share ( 2012 vs. 2013) oTop 10 News Channels Relative Share ( 2012 vs. 2013) oOverall Top 10 Programs oTop 10 Talk Shows Average Viewing Time Per Day | 2012 vs. 2013
2012
Total Individual 2:37:00 2013
Male Female 2:24:00 2:50:00 Total Individual 2:48:00
Male Female 2:33:00 3:03:00
Viewing Time Per Day has increased in 2013 Females’ viewing increased 13 minutes as compared to 2012. Time Band Utilization | Ratings% Jan To Dec 2013
Viewership during the Morning slot has been increased by 16% on total and 15 % on C&S
30.0 Total Ind Total Ind 25.0 Time Band 2012 2013 Ch% 20.0 08:00 - 11:00 8.7 10.1 16% 15.0 11:00 - 17:00 11.8 12.5 6%
Ratings % 10.0 17:00 - 19:00 14.1 14.4 2% 5.0 19:00 - 21:00 23.2 23.4 1% 0.0 21:00 - 23:00 22.5 23.7 5% 23:00 - 00:00 17.4 18.3 5%
00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 - 00:00 10.9 11.7 7%
2012 2013
30.0 C&S Ind C&S Ind 25.0 Time Band 2012 2013 Ch% 20.0 08:00 - 11:00 9.2 10.6 15% 15.0 11:00 - 17:00 12.9 13.4 4% 17:00 - 19:00 15.5 15.4 -1% Ratings % 10.0 5.0 19:00 - 21:00 23.9 23.9 0% 0.0 21:00 - 23:00 24.1 25.4 5% 23:00 - 00:00 19.6 20.3 3%
00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 00:00 - 00:00 11.8 12.5 6%
2012 2013
7 Genre-wise Market Share% Total Ind| 2012 vs. 2013
Local Ent 2013 2% 2012 1% Inhouse(cable) 1% 2% 13% 13% Foreign Ent 4% 26% 3% News 5% 6% 31% Sports 6% 6% Kids Movies 14% 16% Regional 17% 17% Music 12% 5% Others
Top 5 Genre’s Market Share% Trend | 2013 40.0 34.4 32.8 32.2 32.2 32.7 35.0 31.7 31.5 31.0 29.6 28.3 29.2 29.3 30.0 25.0 21.2 20.1 18.4 20.0 17.5 17.3 18.3 16.2 16.6 16.7 15.2 15.4 15.4 15.0 15.9 16.4 17.1 17.7 16.1 14.8 12.7 14.8 14.6 12.9 13.7 11.9
Market Share% Market 10.0 5.0 6.8 6.9 5.2 5.8 6.0 5.1 6.6 5.6 6.1 7.2 5.0 5.7 5.0 5.3 4.2 6.4 6.3 5.5 6.9 0.0 5.0 4.5 4.7 4.3 4.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Local Ent Inhouse(cable) News Sports Kids
Comparing 2012 Local Ent’ MS increased 5% and on the other had Foreign Ent’ MS decreased 7% in 2013. Genre-wise Market Share% C&S Ind| 2012 vs. 2013
Local Ent 2012 2013 Inhouse(cable) 2% 1% 14% 15% Foreign Ent 1%2% 4% News 19% 4% 25% Sports 6% 6% 6% Kids 5% Movies 19% 16% 19% Regional 17% Music 13% 6% Others
Top 5 Genre’s Market Share% Trend | 2013 27.9 30.0 27.7 25.8 25.6 25.4 25.5 25.3 23.2 24.3 25.0 23.5 22.1 22.4 22.6 19.7 20.7 19.4 18.6 20.0 18.2 18.5 22.8 20.4 16.9 16.9 17.1 18.4 19.6 18.1 18.1 19.1 16.3 14.4 15.0 16.4 16.3 13.7 15.2 13.3 10.0 6.6 7.6 7.5 7.2 7.4 8.2
Market Share% Market 5.6 5.6 6.8 5.8 5.7 5.1 5.0 5.9 5.5 6.3 5.5 5.2 6.6 6.2 6.5 2.5 2.8 5.4 4.1 0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Local Ent Inhouse(cable) News Kids Foreign Ent
Comparing 2012 Local Ent’ MS increased 6% and on the other hand Foreign Ent’ MS decreased 7% in 2013 and Sports disappeared from top 5 genre list. On C&S Ind Monthly Minutes Consumption | 2012 vs. 2013
Households C&S Ind 500.0 250.0 400.0 200.0 300.0 150.0
100.0 200.0 Minutes Minutes Minutes 100.0 50.0
0.0 0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2012 2013 2012 2013 Total Ind
250.0
Viewers drops in the 200.0 heavy load shedding months , the impact can 150.0 100.0 be seen from Apr to Jul Minutes
50.0
0.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2012 2013
Average Minutes Consumption has been increased in 2013 particularly May onwards. Genre-wise Market Share By SECs | 2012 vs. 2013
2012 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Overall 26.2 17.3 14.3 11.7 6.1 5.2 3.5 1.60.9 13.2
SEC A 28.4 13.4 21.4 6.9 8.1 5.0 4.3 1.40.7 10.3
SEC B 25.1 14.3 19.9 8.8 6.8 5.1 3.4 1.61.5 13.6
SEC C 27.3 15.6 13.0 12.5 6.0 6.0 3.6 1.81.0 13.2
SEC D 24.7 18.4 13.5 11.8 7.0 5.0 3.8 1.71.1 13.1
SEC E 26.8 19.6 11.0 13.8 4.6 5.0 3.11.60.5 14.0
Local Ent Inhouse(Cable) News Foreign Ent Sports Kids Movies Music Food Others
2013 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Overall 31.2 16.6 15.6 5.6 5.6 5.5 3.3 1.80.9 13.8
SEC A 35.1 12.6 22.0 6.6 4.9 2.5 3.7 1.50.6 10.5
SEC B 30.8 12.9 20.8 6.3 5.7 3.6 3.01.51.5 14.0
SEC C 32.4 15.6 15.9 5.7 7.0 6.6 2.91.50.9 11.6
SEC D 27.7 17.0 15.3 5.9 5.6 6.0 4.0 2.11.1 15.3
SEC E 32.5 19.6 11.7 4.7 4.9 6.1 3.2 2.00.7 14.6
Local Ent Inhouse(Cable) News Sports Kids Foreign Ent Movies Music Food Others
Local Ent Market Share increased on all *Others | Regional, Religious, Food , Edu Info etc. SECs in 2013. Overall Top 15 Channels 2013| Total VS. C&S
Ratings% NR % Total Ind
0.80 34 35 40 0.70 30 35 26 0.60 24 24 30 0.50 20 20 20 21 25 16 18 0.40 12 20 0.30 8 8 15 Ratings%
0.20 10 Reach% Net 0.10 0.68 0.59 0.54 0.49 0.46 0.45 0.38 0.27 0.26 0.23 0.21 0.21 0.20 0.20 0.19 5 0.00 0
C&S Ind 42 0.80 40 45 36 0.70 40 32 33 0.60 29 29 29 35 26 30 0.50 24 24 25 0.40 14 12 20 0.30 0.71 0.65 0.59
Ratings% 10 0.56 10 15 Net Reach% 0.20 0.45 0.33 10 0.28 0.25 0.10 0.25 0.24 0.24 0.23 0.23 0.22 0.20 5 0.00 0
Ratings% NR % Top 10 Entertainment Channels 2013 | Total VS. C&S
0.8 34 40 0.7 30 Total Ind 35 26 0.6 24 30 0.5 20 21 25 0.4 16 20 12 10 Ratings% 0.3 0.68 0.59 15
0.54 8 Net Reach% 0.49 0.45 0.2 0.38 10 0.1 0.21 0.21 0.19 0.19 5 0.0 0
Ratings% NR %
0.8 40 45 36 0.7 40 32 C&S Ind 0.6 29 35 26 30 0.5 22 25 0.4 14 20 12 Ratings% 0.3 0.71 0.65 0.59 10 9 15 Net Reach% 0.45 0.2 10 0.1 0.25 0.25 0.23 0.23 0.17 0.14 5 0.0 0
Ratings% NR % Top 10 News Channels 2013 | Total VS. C&S
0.5 35 Total Ind 40 0.5 35 0.4 28 30 24 24 24 0.4 22 0.3 25 18 18 0.3 20 0.2 12 Ratings% 0.46 10 15 0.2 Net Reach% 10 0.1 0.20 0.18 0.17 0.15 0.1 0.11 0.10 0.09 0.06 0.06 5 0.0 0 GEO News* Samaa* Dunya TV* ExpNews* ARY Dawn Aaj TV* CNBC Jaag* News1* Abb Takk* NEWS* News* Ratings% NR %
42 0.6 C&S Ind 45 40 0.5 33 29 29 29 35 0.4 26 30 21 21 25 0.3 14 20
Ratings% 0.56 12
0.2 15 Net Reach% 10 0.1 0.24 0.22 0.20 0.18 0.13 0.12 0.10 0.08 0.07 5 0.0 0 GEO News* Samaa* Dunya TV* ExpNews* ARY NEWS* Dawn Aaj TV* CNBC Jaag* News1* Abb Takk* News* Ratings% NR % Top 10 Local Ent Channels’ Relative Share% | 2012 vs. 2013 | Total Ind
2012 2013
1% PTVhome 5% 2% 3% ARY DIGITAL 3% 3% 6% 4% 18% GEO Ent 11% 10% Atv 25%
Urdu1 9% Hum 13% 16% ExpressEnt 12% Aplus 18% 12% 15% Geo Kahani 14% TV one Top 10 Local Ent Channels Relative Share% | 2012 vs. 2013 | C&S Ind
year 2012 year 2013
ARY DIGITAL 2% 1% 2% 1% GEO Ent 4% 3% 5% 7% 3% Urdu1 6% 5% 28% 22% Hum 8%
ExpressEnt 17% Aplus 14% Geo Kahani 20% 14% 20% TV one 18% PTVhome Hum Sitaray Top 10 News Channels Relative Share% | 2012 vs. 2013 | Total Ind
2012 2013
GEO News 4% 3% 5% Samaa 5% 4% 3% 6% Dunya TV 7% ExpNews 7% 30% 8% 27% ARY NEWS Dawn News 10% Aaj TV 9% CNBC Jaag 11% 13% 11% 13% News1 11% PTVNews 13% Top 10 News Channels Relative Share% | 2012 vs. 2013 | C&S Ind
year 2012 year 2013
GEO News 0% 4% 4% Samaa 5% 4% 5% 7% 6% Dunya TV 29% ExpNews 9% 27% 7% ARY NEWS 9% 10% Dawn News Aaj TV 11% 14% 11% 13% CNBC Jaag 14% 11% News1 Abb Takk Overall Top 10 Programs | Jan to Dec 2013
*Amir Liaqat’s “ Lohe Qurani “ in the holy month (Ramadan) is the top show for 2013 which captured 36.9 and 40.9% MS on Total Ind and C&S Ind respectively *Out of top 10 programs 3 are Turkish and Two Indian the ratio between foreign and local content is 50 | 50 Total Ind
Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share% 1 27.07.13 Sat 19:47 20:47 42' GEO Ent* Lohe Qurani 10.7 3488.2 36.9 2 11.05.13 Sat 23:15 23:59 43' GEO News* Election Cell 2013 8.4 2732.4 31.1 3 28.07.13 Sun 19:27 20:02 17' ARY DIGITAL* BulBulay 7.0 2297.9 28.0 4 17.02.13 Sun 20:01 20:59 38' Urdu1* Fatima Gul 6.2 2032.5 18.7 5 04.12.13 Wed 19:58 21:01 39' GEO Ent* Asmano Py Likha 5.6 1819.1 15.6 6 31.10.13 Thu 21:00 22:03 39' Urdu1* Feriha 5.5 1809.2 18.6 7 05.12.13 Thu 19:59 21:03 39' GEO Ent* Man Ke Moti 5.3 1743.1 15.0 8 12.01.13 Sat 20:59 00:04 3h 4' GEO Ent* Sur Kshetra 5.3 1741.7 23.0 9 10.01.13 Thu 20:29 20:53 17' Urdu1* Diya Aur Bati Hum 5.0 1625.4 19.2 10 06.02.13 Wed 19:31 20:58 59' ARY DIGITAL* Aks 5.0 1616.4 18.5
C&S Ind
Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share% 1 27.07.13 Sat 19:47 20:47 42' GEO Ent* Lohe Qurani 12.8 3488.2 40.9 2 11.05.13 Sat 23:15 23:59 43' GEO News* Election Cell 2013 10.1 2732.4 33.1 3 28.07.13 Sun 19:27 20:02 17' ARY DIGITAL* BulBulay 8.5 2297.9 30.6 4 17.02.13 Sun 20:01 20:59 38' Urdu1* Fatima Gul 7.5 2032.5 22.2 5 04.12.13 Wed 19:58 21:01 39' GEO Ent* Asmano Py Likha 6.7 1819.1 18.8 6 31.10.13 Thu 21:00 22:03 39' Urdu1* Feriha 6.7 1809.2 21.1 7 12.01.13 Sat 20:59 00:04 3h 4' GEO Ent* Sur Kshetra 6.6 1741.7 25.5 8 05.12.13 Thu 19:59 21:03 39' GEO Ent* Man Ke Moti 6.4 1743.1 17.8 9 10.01.13 Thu 20:29 20:53 17' Urdu1* Diya Aur Bati Hum 6.0 1625.4 23.3 10 06.02.13 Wed 19:31 20:58 59' ARY DIGITAL* Aks 6.0 1616.4 21.2 Top 10 Talk Shows C&S Ind | Jan to Dec 2013
Rank Date Day From Until Dur Channel Program Title Ratings% Ratings'000' Market Share%
1 17.01.2013 Thu 20:06 20:59 38' GEO News* Capital Talk 4.5 1229.3 14.5
2 17.01.2013 Thu 22:46 23:59 1h 3' GEO News* Aaj Kamran Khan Kay Saath 4.5 1215.1 20.2
3 12.05.2013 Sun 22:04 22:33 17' GEO News* Meray Mutabiq 3.8 1025.7 12.4
4 15.01.2013 Tue 23:05 23:56 37' GEO News* Aapas Ki Baat Najam Sethi Kay Saath 3.1 843.1 14.2
5 22.02.2013 Fri 23:03 23:54 37' GEO News* Khabar Naak 2.7 742.4 11.6
6 13.01.2013 Sun 22:06 22:57 37' GEO News* Awaam Ki Adaalat 2.6 697.1 9.8
7 17.01.2013 Thu 19:01 19:32 22' ARY NEWS* Off The Record 2.3 637 8.5
8 15.01.2013 Tue 22:03 23:21 52' ARY NEWS* Khara Sach 2.3 621.8 9.4
9 03.03.2013 Sun 23:02 23:59 38' Dunya TV* Hasb-e-Haal 2.3 619 9.3
10 12.01.2013 Sat 22:03 22:58 38' GEO News* Jirga 1.9 500.5 7.1 INDUSTRY AIRTIME ANALYSIS 2013
oIndustry Airtime Minutes By Genre oTop 10 Product Categories oTop 10 Advertisers oTop 10 Brands oTop 10 Ent Channels (In Terms of Airtime Minutes) oTop 10 News Channel (In Terms of Airtime Minutes) Industry Airtime Minutes By Genre | Jan to Dec 2013
1400 3183 3500
1200 2575 3000
1000 2500 Thousands
Thousands 800 2000 1297 600 1500
400 1000 438
255 217 Spots (Fre) 200 159 131 102 50 500 Airtime Minutes Airtime 0 0
Genre-wise Share% In Airtime Airtime (Mins) Spot's Freq 1% 2% 3% 3% 1% 1% News 4% Entertainment Regional 15% 39% Music Movie Sports Kids Health Though Ent genre is leading in viewership but still News genre getting 31% Food more share in Commercial Airtime. Islamic Top 10 Categories Based on Airtime | Jan to Dec 2013
600 1645 1800 1474 Airtime (Mins) Spot's Freq 1600 500 1400 400 986 1200 Spots (Fre) 873 Thousands 1000 300 Thousands
Airtime Minutes Airtime 800 512 454 200 600 245 173 400 100 86 100 200 0 0
Beverages remained the top category during 2013 followed by Cellular communications
Relative Share% In Airtime Beverages 3% 3%3% Cellular Communication 6% 6% Personal Care 23% Detergents & Soaps 7% Construction Cullinary 12% Confectionery 22% Welfare & Public Services 15% Political Healthcare & Medical Services Top 10 Advertisers Based on Airtime | Jan to Dec 2013
Airtime (Mins) Spot's Freq
400 1044 1200 350 1000 300 662 800 250 541
Thousands 200 600 Spots (Fre) 150 299 Thousands Airtime Minutes Airtime 260 400 207 198 100 133 181 156 200 50 Unilever leading the top-10 0 0 advertisers charts followed P&G . Unilver P&G Pepsi Telenor Coke Qmobile Ufone Reckitt Nestle Mobilink Pak
Interesting ly Q-Mobile aired more minutes than Ufone and Mobilink Relative Share% In Airtime
5% 5% 5% Unilver Pak P&G Pepsi 6% 27% Telenor Coke Qmobile 6% Ufone Reckitt Nestle 6%
Mobilink 7% 19% 14% Top 10 Brands Based on Airtime | Jan to Dec 2013
Airtime (Mins) Spot's Freq 237 90 250 80 195 200 70 153 154 60 132 127 150 50 111 109 106 114 40 100
Thousands 30 Spots (Fre) 20 Thousands
Airtime Minutes Airtime 50 10 Pepsi is leading top 10 0 0 Pepsi Talkshawk Ufone Mobilink Ariel Dew Zong Head & Coca Cola Safeguard brands with 2,37,000 Corporate Washing Shoulder spots followed by Telenor Powder Talk Shawk
While Coke is @ number Relative Share% In Airtime 9 with 106,000 spots Pepsi during 2013 which is less Talkshawk 8% 8% than half of Pepsi’s Ufone 14% 8% frequency. Mobilink Corporate 13% Ariel Washing Powder 9% Dew
Zong 9% 11% Head & Shoulder 10% 10% Coca Cola
Safeguard Top 10 Ent Channels Based on Airtime | Jan to Dec 2013
Airtime (Mins) Spot's Freq
120 342 400 350 100 271 280 300 80 231 205 203 200 250 193 181 60 157 155 200 150
Thousands 40 Spots (Fre) 100 Thousands
Airtime Minutes Airtime 20 50 0 0 HUM TV Geo Ent ARY ATV Kohenoor URDU 1 A Plus PTV Express TV ONE Others DIGITAL HOME Ent
HUM TV is on top among Ent Channels followed by Geo Ent Relative Share% In Airtime
7% HUM TV Geo Ent 7% 7% 12% ARY DIGITAL ATV 7% 11% Kohenoor URDU 1 9% A Plus PTV HOME 11%
Express Ent TV ONE 9% 11% Others 9% Top 10 News Channels Based on Airtime | Jan to Dec 2013
Airtime (Mins) Spot's Freq
140 310 316 350 286 120 244 300 240 235 229 100 250 177 184 80 164 200 60 150 Thousands Spots (Fre)
40 100 Thousands
Airtime Minutes Airtime 20 50 0 0 City 42 GEO ARY NEWS DAWN DUNYA SAMAA AAJ NEWS EXPRESS NEWS CNBC NEWS NEWS NEWS NEWS ONE (Jaag)
Relative Share% In Airtime City 42 GEO NEWS 6% 6% 14% ARY NEWS 8% DAWN NEWS Among News Channels City-42 is top of 13% DUNYA NEWS chart followed by Geo News , 9% SAMAA AAJ NEWS On average both channels Airing over 10% 12% EXPRESS NEWS 3oo commercial airtime minutes per day 11% 11% NEWS ONE CNBC (Jaag) Thank You ……..